Culture24 awayday 2010 digital and cultural trends
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Transcript of Culture24 awayday 2010 digital and cultural trends
Culture 24
Digital trends that matter
Big Trends• Facebook – 23m to 33m in 12 months
– Mobile growing at fastest rate– Gaming is huge – see Farmville
• Gaming is a channel in its own right• Youtube is the 2nd biggest search engine
– Facebook biggest based on pages served• Search is social
– Google links to FB, YT and Twitter• Foursquare is valued at $100m and built for
venues – c’mon you museums and galleries
of 18-44 year olds interested in content8888%%
go online
onlineonline
with halfbeing convinced
to research
5050%%by blogs, online
reviews, user comments
*Forrester - Oct 2008
digital connects all 3 screensdigital connects all 3 screens
Don’t think computer, think browser.Don’t think computer, think browser.The growth will be mobile specifically in smartphonesThe growth will be mobile specifically in smartphones
owneownedd
earneearnedd
$$
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effectivenesseffectiveness
cost
cost
The digital model 2010
5 Cultural Trends 2010-2013
from Adam
1 Mobile & Localised [the big one for C24]
• People of all ages will be used to and expect to use their phones for accurate, rich local information - often crowd sourced/recommended
• They’ll be more used to contributing from on-location / on the move - sometimes just a click or two, sometimes something more substantial
2 Fuck it, I’m just going to enjoy myself in spite of all this shit
• Austerity fatigue will kick in and people will increasingly feel What have I got to lose?
• Sometimes in spite of themselves, they will increasingly value What Really Matters - like friendship, family, community, living life through worthwhile experiences, sincerity/authenticity, simple pleasures
3 Increasingly social consumption of media & the value of Live
• Relishing sharing live/unique events and experiences through digital technology
• Using social media (like microblogging) to add a networked/beyond-the-space dimension to cultural events
4 Authenticity & unique, real Experiences
• Increasingly people will value the authentic - experiences, voices, objects - things that are irreproducible (i.e. the opposite of digital)
• Their threshold for engaging with the phony will drop to Holden Caufield levels
5 Value in personalised hard copy/concrete stuff
• People will enjoy parting with good money for non-digital objects/goods (paradoxically created and personalised through digital technology) - stuff that’s unique and reflects the self